The launch is aimed at simplifying the advisor journey and accelerating access to cover for Canadians, while reinforcing Manulife's positioning as an AI leader in life and health insurance.
The new e-application is designed to support advisors as they guide their clients through the process. Some of the key changes in the program include fewer medical questions to align with current best practices and to cut completion time; the institution of adaptive questions; availability of drop-down menus for common topics like travel and hobbies; and flexibility for paramedical cases, among others.
Manulife's AI journey
The upgraded workflow is powered by MAUDE, which Manulife originally launched in 2018 as Artificial Intelligence Decision Algorithm, or AIDA. Since then, the company has iterated the engine into a more sophisticated platform that can handle a larger share of new business.
"Every enhancement is grounded in our Responsible AI Principles, so advisors and clients can feel confident that decisions are accurate and responsible," said Jodie Wallis, global chief AI officer at Manulife.
Manulife’s Responsible AI Principles are applied across its AI estate, with the insurer emphasising fairness, transparency and human oversight in sensitive areas such as risk selection and pricing. The company was recently named the number one life insurer for AI maturity in the inaugural Evident AI Index for Insurance, reflecting the breadth and depth of its deployment.
The carrier has been actively investing in AI capabilities since 2016, and over the past three years has significantly increased the value generated through advanced analytics by expanding its AI solutions portfolio and modernising its data and AI platforms. Manulife expects AI to generate more than US$1 billion in enterprise value by 2027, with roughly one‑fifth of that coming from improved efficiency.
